If you’re a small or mid-sized business, you should seek out a small or mid-sized agency. While you might find a deeper service offering at a larger agency, you might not have access to the agency’s top talent as they will likely allocate it to their larger clients. With a small or mid-sized agency, you’re more likely to have direct access to the agency president if needed, as well as the agency’s top talent.
But overall, defining your brand identity is much like packaging and presenting a gift. You want the recipient to be pleased with the offering — and that includes everything from the outer wrapping, to the style of packaging inside, to the gift delivery, to the usefulness and appropriateness of the actual gift itself. You want the recipient to understand that forethought and heart went into the selection of the gift, and that it was chosen out of compassion and understanding. And you want it to represent the love you have for that person — in this case, your customers.